Differences Juice Market Of Brand Equity Brand Sensitive To The Effects Of Empirical Research

The homogeneity competition of fruit juice product give birth to the emergence of many brands. Brands are responsible for convey product information to consumers as at the same time also determines the performance of the company’s sales. Therefore, we choose" An empirical research on brand asset differences affecting brand sensitive in fruit juice drinks market "as a master’s thesis topic. From the relationship of brand asset differences and brand sensitivity we study the specific factors of brand asset differences that affect brand sensitive and highly target to promote the building of brand asset.Based on reading a large number of domestic and international theories about brand equity, brand sensitivity combining with the characteristics of fruit juice market,we build fruit juice beverage brand asset model, brand asset differences and its dimensions as the dependent variable and consumer brand sensitive as the independent variables then we propose the corresponding regression hypothesis, and through the empirical analysis to test.First choosing structural differences from the aspects of product category to study brand asset and brand sensitivity. On the basis of literature research of Scholars, we make the dimension scale then form the primary survey. According to the fruit juice market consumer behaviors and market characteristics of industry,we determine to use highly educated young people with20-45as main research object. Through a small sample, we modify and improve the questionnaire by KMO and Bartlett test as well as Principal component analysis and biggest variance orthogonal rotation method. Ultimately a large sample questionnaire are formed. The distribution of samples and the validity as well as reliability of questionnaire are analyzed.Then by using recovery data we used partial least square(PLS)structural equation model to test questionnaire reliability and validity, The reliability test showed that the reliability of all latent variables (Composite Reliability) and Cronbach’s alpha coefficients were greater than0.7, indicating a good reliability and stability of the scale. AVE are greater than0.5and the square root of the AVE are greater than the correlation coefficient showing the scale having fine convergent and discriminant validity degrees. In order to prove each dimension affecting brand Sensitive we need the path coefficients and T-test validation. At last we concluded that five dimensions of brand asset in addition to the brand loyalty difference pass the test, having a positive impact to sensitive of consumer brand. By using standardized regression coefficient, finally study shows the influence of each dimension to sensitive of consumer brand is different. The effect as follows:brand awareness, perceived value differences, differences in quality, brand association. For Brand awareness and perceived value are more important to the sensitive of brand, so it is proper for a company to intensify propaganda.